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Broadcasters leap the digital shark with podcast app deal
"We’ll be moving faster"

Several leading US public radio broadcasting groups recently pooled resources to acquire the podcasting app Pocket Casts developer Shifty Jelly, based in Australia. Unlike brethren in every other part of the world, US public broadcasters are mostly funded through endowments, grants and voluntary listener memberships; federal government contributions very limited. Like every other broadcaster, public or private, they are enthralled by new media, certainly the mobile variety, and the youthful audiences so attached. And, too, they are always looking for new revenue streams.

Chicago public radio station WBEZ and production spin-off This American Life are participating in this new venture. They were the developers of the podcast series Serial that sent millions of people to their mobile phones for a weekly listen. WNYC Studios, the production subsidiary of the euphonious New York public broadcaster, and US public radio broadcasting network NPR are also part of the deal. All have developed, separately, mobile apps for their own podcasts. Hired to run the venture is Owen Grover from US commercial broadcaster iHeartRadio. Shifty Jelly co-founders Russell Ivanovic and Philip Simpson and team remain part of the deal.

"Thanks to the mission-driven nature of this partnership, and of public media overall, we'll put the needs of producers and listeners at the heart of everything we do with Pocket Casts," said WBEZ Chicago chief executive Goli Sheikholeslami in a statement (May 3). "We plan to work with producers to find new and broader audiences, which will enable creators to better connect with fans and potential audiences and build a sustainable business for their podcast.”

“As of today, nothing has changed,” wrote the Shifty Jelly co-founders in a company blog post (May 9). “Going forward things are going to be different. We’ll be moving faster, we’ll be more ambitious in the things we do and we’ll have some amazing insights from the top podcast producers in the world to help guide our future steps. I mean if you’re not excited by that, then you’re just not hooked up right.” They said the one-time charge for the Pocket Casts app, about €3, will not change.

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